Neologisms and borrowings in media texts

INTRODUCTION. The use of neologisms in modern mass media reflects the active process of changing language and speech, the vocabulary reflects people’s desire for faster communication and accelerates the transformation of language rhythm and words, which requires studying the d ynamism of language based on neologisms. The purpose of the study is to determine the role of neologisms and borrowings in media texts in the modern period.MATERIALS AND METHODS. The research materials are the newspapers Argumenty i Fakty, Vedomosti, Izvestia, Kommersant, Komsomolskaya Pravda, Moskovsky Komsomolets, Nezavisimaya Gazeta, Rossiyskaya Gazeta, Expert and Forbes magazines). The methods of linguistic research are used, namely: collection, systematization and generalization, semantic analysis, contextual analysis, interpretative analysis, method of describing lexical innovations.RESULTS AND DISCUSSION. Neologisms are directly related to the modern active processes of changing the Russian language picture. Comprehension of the objects of the surrounding reality and the development of the nominated real and virtual objects, processes, phenomena are reflected with the help of neologisms that create a unique picture of the world for the Russian media space, which is reflected in oral and written speech in the era of digitalization (digitalization). It is difficult to answer the question of whether positive or negative trends manifest themselves with the entry of new words into the Russian language.CONCLUSION. There are five main theories that define the definition of the term “neologism”, and three reasons for the appearance of neologisms and borrowings in modern media texts: fashion, foreign influence and social need. It is proved that the processes of globalization and the development of technology contribute to the fact that the language is expanding due to the appearance of neologisms. It is the lexical composition of the Russian language that is characterized by such processes as the expansion and narrowing of the semantics of the word, which is reflected in the processes of neology.